The ‘Desk Break Clause’ campaign by ASICS and Golin won Silver in PR Global and Gold in PR Influencer & Celebrity at The Drum Awards, promoting a new employment contract clause for movement, backed by King’s College London, to improve workplace mental health.
As workers increasingly returned to the office, ASICS identified the desk as a danger to mental health and inspired the world to move with the ‘Desk Break Clause’—the first employment contract clause for movement—supported by scientific evidence from King’s College London on the power of move breaks in improving workplace mental health.
As ASICS adopted the clause internally and invited other organizations to follow, we launched with a PSA from the world’s scariest boss and unlikely mental health advocate, Succession’s Brian Cox. The result: a ‘viral masterpiece’ generating 2.3B earned media reach, 50M+ PSA views, and 1.2M+ ‘Desk Breaks’ taken, plus endorsement from the World Health Organization Director General, establishing ASICS as the definitive authority on movement for your mind.
Speaking to The Drum at the campaign launch, Brian Cox explains, “The move sparked debate around the importance of physical activity in the workplace. The ‘Desk Break Clause’ is a game-changer.”
According to industry observers, the campaign is expected to close in on even higher engagement numbers as it continues to spread globally.
Advertisement
This strategic acquisition aims to redefine workplace culture, emphasizing that at the core of ASICS’s strategy is the belief that movement is essential for mental well-being.
In a broader sense, the initiative underscores the importance of integrating physical activity into daily routines to combat the sedentary lifestyle often associated with office work.
Ultimately, the goal is to foster a healthier, more active workforce, which, according to industry experts, will lead to improved productivity and employee satisfaction.
The competitive landscape continues to shift as companies recognize the value of promoting mental health through practical, actionable steps.
Privately, however, some executives remain skeptical about the long-term impact of such initiatives.
The reality, however, is that the positive feedback and engagement metrics speak volumes.
What remains to be seen is how other organizations will respond to this new standard set by ASICS.
Advertisement
The broader implications are clear: a movement towards healthier, more dynamic workplaces is gaining momentum.
As history shows, initiatives like the ‘Desk Break Clause’ often lead to lasting changes in corporate culture and employee well-being.
Ready to get your work recognized on a global stage? Enter The Drum Awards today. Need more inspiration? Read our Award Winning Case Studies.
Golin
We are a global public relations agency that helps companies create change that matters. Our people help us do the best work of our lives for our clients. Work that...